108
109
promotion
Promotion
BECOME THE INSIDER
The Topshop Village will have for strategy to turn the
audience, the physical as much as the digital one, into
Topshop insiders. For one day they will have all-access
to information relating to the making of Topshop Unique
show.
The event’s objective will be to connect emotionally with
visitors and make them feel specially treated. The audience’s presence will play an important part in the success of the event and their satisfaction will be at the
centre of Topshop concerns.
‘
“Brands should make their f
ans
feel like insiders, to make them feel
smart and in the know. The better
you make someone look, the more
likel it is they will talk about
y
you”
’
WGSN
According to recent WGSN report, unique and exclusive experiences are at the centre of people’s expectation in terms of brand experience. By elevating visitors
to insiders level, it is likely they will feel encouraged to
share their experience onto their social media pages as
it will elevate them from their “friends” and consequently
Topshop Unique AW 2013 Front Row
CAMPAIGN TIME FRAME
The time frame will follow the similar scheduling utilized
by Topshop in the past campaign for Topshop Unique
collection shows. Tosphop has had for habits to divulge
show information starting a week before the show
schedule (4*). However, given the spectacular aspect
of the Topshop Village’s production, and with the objective to attract, as many people as possible to visit the
Topshop Village, enigmatic information will began to be
revealed three weeks prior to the event.
Social media platforms, Topshop stores and a screen
set up in Covent Garden will start to communicate enigmatic messages including a date, a location and the
campaign official hashtag. Such enigma will encourage curiosity and initiate conversation about the #artofpreparation campaign by Topshop. Short peak video
will also be release to contribute to the dynamic of the
campaign. This strategy was developed to generate
excitement across social media platform ahead of the
much-anticipated Unique Show. The informative promotion will begin, as usual, a week prior to the Unique
show date and finally reveal the enigma behind Topshop’s #artofpreparation campaign as well as divulge
the Topshop Village event to the general audience utilizing traditional press and social media.
3 weeks prior : Release of mysterious content
1 week prior : unveiling of the event
13/09/2015 Topshop Village
Takes place in Covent Garden